Lockdown surprise for Casadei
High-end footwear brand Casadei has said that its online sales grew by 40% in 2020 as its customers became more accustomed to buying online.
Head of communications, Arianna Casadei, said in recent comments to Italian business newspaper Il Sole 24 Ore that she thought maintaining direct contact with customers was still of great importance. She said that face-to-face contact with customers created an emotional connection that is impossible to replicate in an e-commerce environment.
Nevertheless, she said that investments Casadei had made in increasing its presence on social media and in facilitating online sales had proved to be of great benefit during months of closed shops and customers in lockdown.
Ms Casadei, whose grandparents founded the company in 1958, said customer tastes during the months of lockdown “soon became pragmatic”, but she said it had come as something of a surprise to her that, in the early weeks of living with covid-19, the best-selling products on the website were fantasy products.
Its Blade shoes with 11-centimetre heels (pictured) were a top-seller, as were knee-length boots with a bustier effect on the stock. “It was as though customers had a desire to dream,” Ms Casadei said.
